Parks Profile: BIG4 Middleton Beach Holiday Park

Set along Western Australia’s stunning south-west coast, it’s hard to imagine there’s a care in the world at BIG4 Middleton Beach Holiday Park.

Yet for owners Joshua Shuttleworth and Melanie Stock, some of the realities will be all too familiar to many readers – workforce pressures, rising operating costs and increasing competition across the accommodation market.

Melanie shares how they’re navigating these challenges and continuing to deliver the high-quality guest experience the park is known for.

Can you start by telling us a little bit about your caravan holiday park?

Melanie Stock (MS): We’re a proudly family-owned and operated caravan holiday park, set right on the beachfront in Albany, Western Australia, with direct access to the beach. Our guests wake up to the sound of the ocean, take in uninterrupted views, and enjoy some of the most stunning sunrises you’ll see along the coast.

We offer a wide range of accommodation to suit all travellers, from powered sites with shade cloth or concrete slabs through to ensuite sites, a variety of cabins for couples and families, and our more luxurious beach houses.

The park itself is designed to feel like a relaxed coastal resort, with a swimming pool, two playgrounds, a giant jumping pillow and a fully equipped recreation centre. During peak season we run a kids club and even a movie theatre. We also have a convenience store, camp kitchen, BBQ areas, laundries, and beautifully maintained gardens throughout the grounds.

We’re pet-friendly on sites outside of peak season, and we’re lucky to be close to a popular dog beach. With eateries within walking distance, easy access to town and walking and cycling paths right at our doorstep, we see a great mix of families, couples and business travellers.

How long have you been running your park, and what’s the most rewarding part of the job for you?

MS: We officially took over ownership last July but Josh has been involved here for more than 18 years, and I’ve been here for over a decade, so it certainly feels like home. We’re really happy to be raising our three boys here – they love being part of ‘park life’ – whether that’s enjoying the facilities after school or making new friends with visiting families.

The most rewarding part for us is being able to continue a long-standing local business while providing something genuinely enjoyable for people.

We take a lot of pride in offering a high-quality experience, creating local employment and maintaining a safe and positive workplace for our team. Hearing consistent positive feedback from guests means a lot, and it’s satisfying knowing we’re contributing to Albany’s tourism and community.

It’s also a great outlet for our own drive and creativity – at the end of the day, we’re creating a place where people come to relax and make happy memories, and that’s pretty special.

What are the biggest challenges facing caravan holiday park operators today and how are you tackling them?

MS: Like many in the industry, recruitment and retention of good staff has been a challenge in the past. I’m pleased to say that we now have a great team in place – our staff are happy and so are we. We achieved this by refining our recruitment processes, taking a more deliberate approach to selecting the right people and setting clear expectations from the outset. Just as importantly, we’ve focused on building a team culture that is positive, supportive and consistent, where everyone understands their role and feels valued.

We’re also seeing increased competition from short-term rental platforms like Airbnb, alongside rising operating costs and general cost-of-living pressures that affect our guests’ ability to travel. Our approach is to stay focused on delivering quality, value and a reliable guest experience – something we know keeps people coming back.

Can you tell us about any innovative services or experiences you offer to enhance the guest experience?

MS: For us, innovation starts with getting the basics right – cleanliness, well-maintained facilities and genuinely friendly service.

From there, we add experiences that make a stay memorable, especially for families. Our kids’ club is always a highlight, with activities like craft sessions, clown performances and even beach exploration programs run with a marine scientist.

We’ve also introduced an AI-powered phone and chat service, which helps answer guest enquiries instantly and can even assist with bookings. It means less waiting time for guests and a smoother experience overall.

What steps are you taking to make your park more sustainable?

MS: Sustainability is something we’re continuing to build on. At the moment, we have Containers for Change bins onsite, with proceeds going to charity, and we actively recycle and donate usable items to second-hand shops. We’ve also introduced compostable coffee pods in our cabins and beach houses, we prioritise local suppliers and support local products through our shop.

From an infrastructure perspective, we’ve installed LED lighting and operate a solar-heated pool to reduce energy use.

Looking ahead, we’ve had approval for an EV charging station.

Your park is accredited through the Caravan Holiday Parks Accreditation Program. What value does this bring to your business and your guests?

MS: Accreditation provides an added level of trust and reassurance for our guests, letting them know they can expect a certain standard when they stay with us. It also helps us maintain those high industry standards internally, which is something we take seriously.

From a business perspective, it offers valuable representation and support for caravan holiday parks like ours, ensuring we’re not operating in isolation when it comes to industry challenges. It strengthens both our credibility and our connection to the broader tourism sector.

The Caravan Holiday Park Accreditation Program sets the standard for industry best practice. Designed for operators who lead with professionalism, the program recognises parks committed to excellence in customer service, risk management, and business planning. LEARN MORE about how your park can become accredited.